In the past 12 months, native advertising has exploded on the scene—and what a scene it has caused. It’s been trashed, hailed as a savior of the news business, trashed again, and then raised from the ashes. This week, it’s taking another beating.

According to real-time analytics firm, Chartbeat, readers aren’t exactly buying it.

Based on the firm’s data, two-thirds of readers spent over 15 seconds with editorial content while only one third of readers spent the same amount of time with sponsored content. So even though sponsored posts provide a quick solution to the banner ad problem, there’s no guarantee consumers will spend a significant amount of time engaging with it. As Time so eloquently put it, “[T]he truth is that while the emperor that is native advertising might not be naked, he’s almost certainly only wearing a thong.”

Also known as sponsored content, native advertising allows brands to test the content waters without diving right into them, and ultimately to cast a wider net for consumers. And during a time when banner ads have a click through rate of less than one percent, it’s no surprise that marketers are embracing it with open arms.

However, there are a couple factors contributing to the backlash.

Part of the issue is one of measurement. Currently, there is no benchmark data or standard metric to help brands clearly determine the efficacy of native advertising. Publishers often use metrics such as page views, average time spent on page, and consumer demographics. However, those might not be the right metrics for every brand and every situation. As a result, the concept of sponsored posts is still in the trial and error phase. Until publishers and marketers can agree on metrics that help paint the right picture (which will become clear eventually), marketers will continue struggling with improving their content and making it more audience-centric.

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A second problem is that not all marketers understand that sponsored articles differ from typical advertisements in that the immediate goal isn’t to increase sales—it’s to build trust with the target audience. Content isn’t what’s going to seal the deal for a consumer who’s already at the end of the sales funnel; it’s what’s going to attract her to your brand at the top of it. It’s going to help raise brand awareness and foster a relationship between you and the individual consumer so that when she’s ready to buy a product or service, she’ll have an affinity for your brand and be more likely to buy from you.

This is why content marketers preach the good word of establishing a foundation of trust and building relationships with consumers. Today’s consumers are a well-educated bunch that researches product reviews, reads corporate blogs, and performs their own price comparisons before making a purchase.

However, the future isn’t totally grim for pro-native advertisers.

It’s difficult to say what deters readers from consuming sponsored content. Maybe it’s the fact that it’s labeled “sponsored.” Maybe it’s the content itself. However, while sponsored content is a great way to get your feet wet, it won’t be able to sustain itself if it continues down this path. You need a big-picture strategy.

Consider some of the ways in which brands have excelled at content marketing. Red Bull, for example, increased its credibility by transforming into a media company, creating content in-house, and bringing users directly to a number of different online properties (i.e. microsites, YouTube channels, e-magazines). While this level of lifestyle content marketing isn’t always feasible for brands, there’s value in investing in the full content package, or at least in adopting a comprehensive strategy.

Native advertising can work if it’s done right. But that means you need to be strategic and focus on building trust.